BIBLIOGRAPHY
SEBIANO, BEN JR. P. APRIL 2013. Communication Strategies Applied by Benguet State University Research and Extension in the Dissemination of Matured Technologies. Benguet State University, La Trinidad, Benguet.
Adviser: Filmore Y. Awas, MDevCom
ABSTRACT
The study was conducted to describe and determine how these matured technologies are being identified; characterize the latest agriculture matured technologies;
enumerate the communication strategies, identify the awareness of the intended beneficiaries; determine the problems encountered by the beneficiaries and the BSU Research and Extension during the dissemination process and their suggestions for the improvement of the dissemination process.
An interview schedule was used among 45 beneficiaries-respondents from December 2012 to February 2013 while interview using a guide questions as well as questionnaires were used to gather information from the key informant and researcher respondents.
There is a general understanding of what matured technology is in the university although there is no written definition set by the university. BSU researchers agree that agricultural technologies which are considered as matured technology should have
undergone several trials on-station and on-farm and should have been validated onstation and on the farmer‟s field.
There were seven (7) latest matured technologies existing or developed within the university which were identified in the study for the scope of year 2010-2011.
Communication strategies applied by the BSU Research and Extension include interpersonal, group, mass, and organizational communications.All of the beneficiaries- respondents were aware of the agricultural technologies which include matured technology disseminated by BSU Research and extension.
Major problem within the beneficiaries is all about the disinterestedness to apply the recommended technology. Poor needs assessment was the major problem within the BSU Research and Extension. Major suggestions on the other hand for the improvement of the dissemination process within the beneficiaries was their willingness to learn and adopt matured technologies while there‟s a need for the BSU Research and Extension to conduct needs assessment to recommend need technologies.
On the other hand, the major problem encountered by the BSU Research and Extension was the lack of fund to be used in the dissemination process. It was another suggestion on the part of the office to disseminate matured technologies by way of effective and making all the communication methods as of bottom–up approach.
With the agricultural technologies being developed and disseminated by the BSU Research and Extension, finding of the study revealed that not all are considered as matured
technology that some are not applicable in the farmer‟s field conditions, costly, do not cater to the farming problems of the beneficiaries, and proven not effective.
Thus, Research and Extension Office may consider to prioritize disseminating matured technologies since it was defined as a problem-or development oriented technology.
INTRODUCTION
Rationale
The generation today lives in the midst of technologies. Our world is continually evolving into a scientific world. People use technologies in all aspects of their lives. These technologies do not only refer to the machines we are using in general but it all involves the output of science studies or researches.
One goal of technical people however is to develop these technologies minimizing its undesirable disadvantages while maximizing its benefits. With this, Brad and Terry Thode (1994) further defined technology as the use of knowledge, tools, and resources to help people.
Research and academic sectors nowadays are concern with how these ―matured‖
technologies are being disseminated to their intended beneficiaries. A mature technology, as defined by Dartmouth College (2003), is a technology that has been in use for long enough that most of its initial faults and inherent problems have been removed or reduced by further development. In some contexts, it may also refer to technology which has not seen widespread use, but whose scientific background is well understood.
To add more background of matured technology in relation to how it is disseminated. Here are some examples.
Examples of these technology-transfer activities and/or programs are the Comprehensive Technology Transfer and Commercialization (CTTC) program of the
Department of Science and Technology and the National Technology Commercialization Program (NTCP) that was established by the Bureau of Agricultural Research (BAR).
CTTC is being implemented nationwide to improve the living conditions of the people by sharing the benefits derived from the application of technology, and to hasten the process of industrialization through the application and commercialization of new and appropriate technologies. The program serves as a mechanism to realize the productive application and utilization of the results of research and development in the country (Baucas, 2002).
NTCP on the other hand, is one of the flagship programs of BAR in 2005 to ensure that technologies are strategically placed and transferred to areas and communities that most needed them. It ensures that transformation of agriculture and fisheries from resource- based to technology-based industries. It highlights research and development (R&D) breakthroughs and mature technologies generated and developed by R&D institutions. It serves as a vital tool for the development of enterprises and the improvement of agriculture and fisheries-related industries anchored on appropriate activities emphasizing technology transfer, promotion, adoption, utilization and commercialization ([email protected]).
On the side of the academe, Benguet State University is one of the State Universities within the Philippines who also contributes to the production and dissemination of matured technologies through its Research and Extension Office.
Research activities of the university are undertaken toward the discovery and/or expansion of scientific knowledge and development of appropriate technologies. Extension activities are geared towards the dissemination and utilization of useful information and technologies for the improvement of the quality of life.
The University Research and Extension program are focused on themes like the improving of the farm productivity, and profitability for food security and poverty alleviation.
Some of the development areas of programs of the Research and Extension particularly under agricultural aspects include agricultural crops, animals, and farm resources and systems (www.bsu.edu.ph).
The study then focuses on the communication strategies applied by BSU Research and Extension in disseminating agricultural matured technologies to its intended beneficiaries within the Municipality of La Trinidad, Benguet.
As stated by Rosario-Braid (1983), the need for a continuing feedback and dialogue between technology planners and users provides the justification for evolving a new model of technology transfer. The term ―transfer‖ connotes a one-way flow so that ―technology exchange‖ or ―technology process‖ may be more appropriate concepts to describe the communication process that occurs in technology planning and utilization.
Thus, there is a need to study the communication strategies applied by BSU Research and Extension in disseminating matured technologies in order to gain insights that can be used to enhance the strategies being applied.
Statement of the Problem
This study aimed to answer the following questions:
1. What is considered as matured technology and how are these being identified in the university?
2. What are the latest matured technologies existing in the university?
3. How are these being disseminated to the public?
4. Are the intended beneficiaries aware of these technologies?
5. What are the problems encountered by the beneficiaries in the dissemination process?
6. What are the challenges encountered by the Research and Extension in the dissemination process?
7. What are the suggestions or recommendations of the respondents in the dissemination process?
Objectives of the Study
Generally, the study determined the communication strategies applied by Benguet State University Research and Extension in disseminating agricultural matured technology.
It specifically aimed to:
1. describe matured technology and how these are being identified in the university;
2. characterize the latest matured technologies in agriculture developed in the university;
3. enumerate the communication strategies applied in disseminating matured technologies;
4. identify the awareness of the intended beneficiaries of these agricultural technologies;
5. determine the problems encountered by the beneficiaries in the dissemination process;
6. determine the challenges encountered by the BSU Research and Extension in the dissemination of matured technologies and;
enumerate suggestions or recommendations of the respondents in the dissemination of these matured technologies;
Importance of the Study
Result of the study may contribute to the strengthening of the role of communication to solve the immense problems of hunger and poverty through dissemination of appropriate technologies.
Matured technologies being developed in the university consider the need of the end-users and to know if these technologies are being shared to them effectively, it may be determined by the results of the study as it may contribute for the improvement of the dissemination process between the technology disseminators and the beneficiaries.
This study may also help other communication students and researchers as it will enrich one’s knowledge about the communication strategies applied by BSU Research and Extension Office specifically the Extension Services Office and the BSU agricultural researchers in disseminating matured technologies.
Furthermore, the BSU Research and Extension Office may also use the results of the study as a reference to develop and enhance their way of disseminating matured technologies to its intended beneficiaries.
Results may also contribute insights to the beneficiaries of BSU agricultural matured technologies with regards to the communication processes being followed in disseminating these technologies.
Scope and Limitation
This study was conducted at Benguet State University Research and Extension to determine the communication strategies they applied in the dissemination of matured technologies.
Beneficiaries-respondents whom the information were gathered include only the beneficiaries from the Municipality of La Trinidad, Benguet. Thus, it is important to note that information’s gathered from the BSU researcher-respondents are not limited to the beneficiaries within the Municipality of La Trinidad.
This is also limited to the communication strategies applied by the Extension Office that is mandated to disseminate research output which include matured technologies and the communication strategies applied by some of the BSU agricultural researchers. These identified communication strategies being used by the BSU Research and Extension are not limited to the beneficiaries in the Municipality of La Trinidad.
Limitation of the identified matured technologies characterized for the second objective of this study was discussed in the results and discussion.
REVIEW OF LITERATURE
Agricultural Technology
Agricultural technology is applied science. It uses the knowledge obtained from scientific research to create machines, processes, and new varieties of plants and animals.
These technologies are used to improve production methods on the farms, and to improve methods of processing, transporting, and distributing agricultural goods (Burton, 1998). In Benguet State University, agricultural technologies under crops focused on crop improvement, biotechnology, seedling production technology, improved cultural management practices, fertilizer and water management, integrated pest management, crop-based farming systems, postharvest handling and processing, and pesticide residue analysis and remediation.
The farm resources and systems focused on land sustainability studies, soil and water conservation and management, drainage and irrigation systems and facilities, farm mechanism, design and development of farm machinery, equipment and tools, integrated farming systems, organic farming, sericulture, and apiculture (www.bsu.edu.ph).
Communication Strategy
A communication strategy should be judged by its ability to feel the pulse of the people, to distinguish ―needs‖ from ―wants‖ and to effectively communicate these needs to policy makers. When more mechanisms for frequent dialogue between planners at the central level and the masses exist, and when the needs and problems of the people become
the primary focus of change, that is when it can be said that the strategy is useroriented (Rosario-Braid, 1983).
On the other hand, Bucu (1989) implies that the different communication channels substantially differed in their degree of usefulness in creating awareness, in influencing attitude and behavior, and in encouraging clientele to adopt recommended technology.
Hence, a certain communication channel may be effective in one aspect but not in other areas. Schramm (1964) as cited by Bucu (1989) reported that communication studies support the fact that mass media are generally quite capable of handling the basic tasks of informing and re-enforcing development efforts. Interpersonal sources, on the other hand, are better in changing strongly-held attitudes, beliefs and social norms in the individual level.
Perrett (1976) as cited by Bucu (1989) also pointed out that ―it matters less which medium is used than how it is used especially in terms of how it is built into the local level social structure.‖ He claimed that almost any medium, if used in the right situation and used well, will work. This finding supports the result of the study.
Matured Technology
Mature technology scenarios, should not be confused with technologies available for implementation today. Achieving performance and benefits associated with mature technology will require a large and focused effort over a period of time. Estimating features of mature technology is a separate matter from envisioning—much less enabling—
one or more technical paths leading to mature technology, and is also separate from
describing the societal transitions associated with adoption of mature technologies in lieu of technologies in use today (Lynd & Larson 2003).
Moreover, according to PCARRD (1997) as cited by Baucas (2002), Technologies for commercialization are technologies that have successfully passed the piloting stage or have passed the criteria for piloting or not yet piloted but have a high potential for commercial application. Generally, these technologies pass the following criteria: (1) they provide the best alternative for improving income and productivity of a greater majority of people; and (2) they provide immediate solutions to self-sufficiency problems, environmental sustainability, import substitution, export generation and promotion of alternative sources of food.
Strategies of Disseminating Matured Technologies
According to Ruttan and Hayami (1973), as cited by Fellizar Jr. (1990), technology transfer is divided into three phases: materials transfer, design transfer, and capacity transfer. Materials transfer is the simple transfer or importation of new materials such as seeds, plants, animals and machines, and the husbandry or management practices associated with these materials. Local adoption is not conducted in an orderly period. On the other hand, design transfer means the transfer of information in the form of blueprints, formulas, journals, books, and related software.
On the other hand, the Department of Science and Technology (DOST) promote and commercialize technology through the following means (Baucas, 2002):
Pilot plant assistance. This refers to the financial aid for the establishment and operation of a viable pilot plant. The aid is meant to enhance transfer and adoption of DOST-generated technologies.
Technology packaging. It involves the identification of viable investment opportunities. Packaging or identification is facilitated by providing assistance in the preparation of detailed studies for locally generated technologies.
Investors’ fora/investment clinics. It is the investment opportunities generated by bringing together government and private technology generators, investors, banking and other financial institutions and technology adaptors interested in starting or improving technology-based business ventures.
Conduct of technology fairs. It is where the latest advance in science and technology is showcased; exchange of information on the investment potentials and requirements of promising technologies are facilitated; and a venue for highlighting the accomplishments of scientists, investors, and researchers are provided.
Prototype development and testing. It is the provision of financial assistance through the Invention Development Assistance Fund under RA 7459 for the fabrication and testing of technology models/equipment that have commercial potential.
Interpersonal communication is extremely useful especially when messages are difficult and the purposes are important. As a medium, it allows maximum feedback that enables development workers to improve and become more effective, Bucu (1989).
Perret (1976) as cited by Bucu (1989) on the other hand pointed out that aside from circumventing geographic, climatic and even human barriers, radio can multiply the effects of any development field extension worker in the area. Moreover, it is an effective communication carrier because of its accessibility, credibility, availability and ability to provide timely information.
Moreover, pictures, charts, graphs, brochures and other printed materials can illustrate and supplement the technicians’ tasks. These can help create a condition of receptivity for an innovation (Bucu, 1989). According to Cuyno et al. (1975) as cited by Bucu (1989), instructional technologies make teaching more effective.
Another strategy recommended was the establishment of demonstration farms in strategic municipalities. Earlier reports revealed that demo farm satisfies the ―kita ko, Pati ko‖ attitude of farmers. Further, through demonstration farms, farmers could have the opportunity to feedback what troubles them (Bucu, 1989).
Problems Encountered in Disseminating Matured Technologies
In the implementation of the CTTC Program, the constraints related to technology transfer and commercialization can be grouped into four categories based on the source as follows: (1) problems within the implementing units; (2) problems within the users/
beneficiaries; (3) problems with the product/output; and (4) problems within the environment.
Some problems associated with the implementing units (sometimes referred to as the delivering system) include the following as cited by Baucas (2002): limited manpower,
facilities and budgetary resources (PCARRD, 1997); inadequate data base for agricultural commodities; inadequate public information, education and communication campaign on new technologies; lack of easily understandable translation of highly technical research outputs; inadequate skills training and facilities (National Agenda for Productivity, 1996);
limited role of farmers in developing research agenda (NarayanParker, 1991); deficient linkages between research and extension and agricultural researches conducted in isolation from the needs of the farmers (Arnon, 1989). The problems of some technology users/beneficiaries include: high risk involved in adopting technology; low education levels, lack of awareness or knowledge by farmers/entrepreneurs (Gomez, 1998) as cited by Baucas (2002); insufficient resources; inadequate capital; difficulty in implementing technology; and deviation of technology from beliefs, traditions and customs.
With respect to problems within the environment of technology transfer and commercialization, the following can be noted; weak linkages and coordination among various actors in the public and private sectors; stiff competition; poor infrastructure facilities (roads, communication, power, etc.; economic instability; and political interference.
Problems with product/output include the following: lack of appropriate and affordable inputs necessary for the adoption of new technologies; lack of appropriate research results (Arnon, 1989) as cited by Baucas (2002); limited market outlet; low income derived from the technology; low price of the product; great dependence on other inputs and seasonal conditions; and inadequate raw materials.
Other problems were scarcity of other resources like budget and facilities such as hardware equipment and other amenities necessary for speedy and timely operation and
implementation of communication projects were likewise commonly experienced as constraints (Bucu, 1989).
Hence, Jamias (1967) as cited by Bengwayan (1987) said that ―information on agricultural innovations is lacking in the Philippines. Reading sources are obtained predominantly from personal sources (extension workers, agricultural dealers, laborers and landlords) and to a more limited extent, institutional or extension channels.‖
Another problem identified by the respondents in the study of Bengwayan (1987) was highly technical information which was very evident in many print sources. Librero
A. (1980) as cited by Bengwayan (1987) said that the ―‖failure to communicate to farmers in layman’s language the results of researchers has a lot of bearing in the transfer of technology.‖
She added that ―most technologies being transferred are worded in technical terms that if these are not transferred into simple form of literature, they will be useless to most farmers.‖
Challenges in Disseminating Matured Technology
Sajise (1980) as cited by Bengwayan (1987) mentioned that ―effective transfer of technology requires a good Lock’s key fit.‖ This means that a systematic process is needed for classifying the target clientele, as well as their bio-physical exponent, which will result to the identification of an adaptable technology scheme. In other words, there’s should be a patterned relationship between the user and the technology transferred on the matter of what technology should be transferred. Moreover, the farmer or user should have a say on what technology should be introduced to him in consideration of his physical and natural environment.
Bengwayan (1987) also pointed out that there is a need for technology generators to look deeper into the reasons for some farmers still using indigenous technology despite the recommended technologies. Probably, the indigenous technology is a good supplement to the recommended technologies; in which case, it should be preserved and strengthened not discarded.
A review of rural development programmers further indicates that a critical gap exists in the area of extension services. The problem is not so much the number of services available, but the quality of such services. Also, there appears to be a need for improving the quality of rural institutions which may provide the resource support for agricultural extension and mass mobilization (Rosario-Braid, 1983).
One commonly felt reason by most of the respondents was the clienteles ―wait and see‖ attitude. This very attitude makes the clientele passive and uncooperative and hence, makes way for their (farmers) being difficult to organize. Since they are not willing to accept new ideas at face value, it becomes very difficult to make them participate.
Receiving mechanisms will be ineffective if farmers are not organized, especially so also if the delivery mechanisms is not organized (Bucu, 1989).
Bucu (1989) further added that farmers (beneficiaries) felt that they should be consulted and be made to participate in communication planning. In her study, some respondents mentioned their active participation in the implementation of a particular project on technology dissemination and utilization. But their participation accordingly could be more meaningful with prior consultation. This response was corroborated by the finding of Parker (1977) as cited by Bucu (1989) who pointed out that without
communication, development efforts cannot be sufficiently responsive to local needs and conditions.
Moreover, according to Schramm (1964) as cited by Bucu (1989) stressed that information must not only flow to the clientele who must be informed, persuaded and educated as well but also from them. Flores (1978) as cited by Bucu (1989) also stated that the people must participate if not directly at least by feeding back to the development workers their thoughts, their own feelings, their felt needs, and their anxieties as well as their aspirations.
On the part of the cooperating agencies, Bucu (1989) emphasized that collaborative project with other agencies for institutions should be covered with a formal memorandum of agreement. The agreement should clearly spell out the sharing of resources, the complementation of expertise of personnel, each roles, functions, responsibilities and accountabilities.
Series of consultations, policy sessions and workshop should be the feature of the memo. If need be, functional committees should be organized at various levels in the organization.
Bengwayan (1987) further implies that there are numerous recommended technologies which have been proven by researchers in agricultural colleges and research institutions in the region, but these are not made available to the end-users, because of inappropriate extension and communication strategies, uncommitted agency-workers and inadequate financial and technical assistance for field workers who are in constant with most famers.
Thus, an implication by Elliot (1984) as cited by Bengwayan (1989) that ―for a technology to be adopted, it must be effective and certified to work.‖
Bengwayan (1987) added that technicians should therefore improve their relationships and communication skills so they will be approached more freely by farmers in the verification of farm information. No less than Consolacion (1974) as cited by Bengwayan (1987) said that ―technicians should be provided not only with proper technical skills but with communication skills as well as to be able to appropriately relate to farmers their information needs.‖
Repetition and delicate elaboration of information needs must be guaranteed continuity to attain an effective impact. Radio broadcasts on agrotechnology transfer which are short lived are not expected to instill learning to listeners (Bengwayan, 1987).
On the part of the farm news communicator, agency-respondents composed of 15 agricultural researchers in the study of Bengwayan (1987) all said that ―commitment and dedication, service-oriented and friendliness, respectfulness and courtesy were ingredients of a good farm news communicator.‖
For the technologies being disseminated, it is important to note the statement of Elliot’s (1984) as cited by Bengwayan (1987) that ―the reasons influencing the adoption of an indigenous technology from one culture to another is dependent on the technology’s acceptability, it’s being harmless, and its fitting to the hands, minds and lives of the people who will make use of it.‖
Definition of Terms
Extensionists. Extension workers who are personnel of the Extension Services Office. BSU agricultural researchers at the same time are also extensionists.
Beneficiaries. Group of people referring to the end-users of matured technologies.
BSU Research and Extension. Technology generators and disseminators.
METHODOLOGY
Locale and Time of the Study
The study was conducted from December 2012 to February 2013 at Benguet State University Research and Extension, Km. 5 La Trinidad, Benguet (shown in Figures 1 and 2).
This 90-year old school is located in the heart of La Trinidad, Benguet the Strawberry Capital of the Philippines. It is 3 kilometers and 15 minutes land travel away from Baguio City.
Benguet State University is a public educational institution established by law. The primary purpose of the University is to provide graduate and undergraduate courses in the arts, sciences, humanities, and professional fields in agriculture, natural sciences, technology, and other technical and professional courses as the Board of Regents may determine and deem proper. It shall promote research, extension, agribusiness, and advanced studies and progressive leadership in its field of specialization.
Research and Extension have always been considered as inherent functions of the Benguet State University even when it operated only as a farm school in the 1920s. Back then, students were inculcated with the love of scientific inquiry and ingrained with the commitment to serve their communities well, not being only excellent examples of what a successful farmer should be; but also by persisting in carrying out genuine agricultural development in the countryside.
As a chartered institution in 1971, Mountain State Agricultural College (MSAC) was mandated to do research and extension, in addition to instruction as trilogy of
functions. A new organization structure was adopted which included the Department of Experiment Station. The organizational structure was revised in 1977 thus, creating the
Research and Experiment Station, and the Extension and Continuing Education Division.
In 1984, a new governance scheme of the College created the Office of the Vice President for Research and Development Support Services.
With the conversion of the College into Benguet State University in 1986, R and E programs were placed under the Office of the Vice President for Research and
Extension (OVPRE). The move enabled the University’s R and E programs to be more systematic and relevant to the needs of the University and the region, as well.
Presently, the OVPRE supervises the activities of the Office of the Research Services, the Office of Extension Services, the Office of Training Services, and the different Research Centers/Institutes. In addition, the OVPRE coordinates with the
Highland Agriculture and Resources Research and Development Consortium (HARRDEC), which is based at BSU.
The Northern Philippine Root Crops Research and Training Center was established by virtue of Presidential Decree 1107 at the then Mountain State Agricultural College in March 21, 1977. The center is a semi-autonomous unit of the university, in the sense, that is own Advisory Board will approve its programs and activities, but its personnel and budget (as identified in Internal Operating Budget) shall be subject to the same University rules and regulations. The Advisory Board is composed of the DA Secretary as Chair, the University President as Co-chair, the PCARRD Executive
Director, the DA-BAR Director, a representative of the Center’s collaborating agency representative of DA-Regional Office (Cluster 1 and 2), and a private sector representative as members, the Director of the Center as member and secretary. The Center has 6 technical sections; namely Crop Improvement, Crop Management and Seed
Production, Postharvest, Processing and Utilization, Engineering, Social Science and Policy, and Training and Extension.
The Horticulture Research and Training Institute (HORTI) was established by virtue of Presidential Decree 2010 signed by then President Ferdinand E. Marcos on January 12, 1986. It was conceived as a research and development arm of the Benguet State University to accelerate progress of horticultural enterprises in the Cordillera region and other highland areas.
The Institute of Social Research and Development (ISRD) started as the Highland Socio-Economic Research Institute (HSERI) in June 1986. It was then reorganized and renamed as IHPSSERD. The reorganization provided the avenue for the incorporation of policy research and advocacy in the mainstream of BSU’s research and development focus.
It also strongly addresses ongoing and existing policies that need to be constantly reviewed and evaluated to accelerate economic growth.
The Institute of Highland Farming Systems and Agroforestry (IHFSA) became operational on January 6, 1997. IHFSA was a merger of the Institute of Highland Farming Systems (IHFS) and the Highland Agro-Forestry Institute (HAFI). It also integrated the existing Agro-Forestation Special Project and Sericulture Project located at Bektey, Puguis, La Trinidad, Benguet. The Agro-Forestation Special project was created on June
1, 1977 by virtue of MSAC Administrative Memorandum No. 2, s. 1977 by then President Bruno M. Santos. While the Sericulture Project was created by a Memorandum of Agreement (MOA) with BSU, PTRI (Philippine Textile Research Institute) and the TLPC (Technology Livelihood Promotions Center) in February, 1993 under by then President Dr.
Lucio B. Victor. On May 16, 1984, the Institute of Highland Farming Systems was established during the presidency of Dr. Fortunato A. Battad as provided for in MSAC Administrative Memorandum No.17, s. 1984.
The Semi-Temperate Vegetable Research and Development Center (STVRDC) was created on January 5, 2004 by virtue of Administrative Memorandum No. 007, series of 2004. Funding support was provided by the Vlaamse Interuniversitaire Raad (VLIR) or the Flemish Interuniversity Council in Phase 2 of the Philippines-Institutional University Cooperation Programme (PIUC). The establishment of this center aims to boost the image of BSU as a Center of Excellence in Agriculture Education and enhance its capacity as a regional university.
Today, BSU continues to perform its R and E functions with much sincerity and commitment, in the hope that it will contribute to the improvement of the lives of those it selflessly serves (Research and Extension Manual of Operations, 2008). See Organizational Structure at Appendix F.
Guided by the AFMA thrusts and in accord with the government's Medium Term Development Plan (MTDP, the University Research and Extension program are focused on the following themes that cut across various program areas: (1) nurturing knowledge and information systems to promote people empowerment and gender equity; (2) improving farm productivity and profitability for food security and poverty alleviation; (3)
protecting the environment and saving biodiversity for sustainable development; (4) improving and proposing policies for competitiveness, better governance and greater benefit of society (www.bsu.edu.ph).
The school was chosen because of its prolific contribution particularly for the economic technology-based researches or study within the country specifically in the field of Agriculture under the sector of crops.
Figure 1. Map of Benguet, showing the location of the study area
BSU
La Trinidad Municipal Office Benguet General Hospital
Figure 2. Vicinity map of the location of the study
Respondents of the Study
There were three groups of respondents in this study. The first group include the Directors of Research and Extension Services Offices who serve as key-informant as well as BSU agricultural researcher-respondents; one Extension Office Staff who is involve in the dissemination of R and E output which include matured technologies and; a staff from Research Office who serve as key-informant.
The second group was the researcher-respondents which were composed of eleven (11) BSU agriculture researchers who were faculty from the College of Agriculture and from the different centers/institutes of the Research and Extension. BSU Agricultural To Baguio National Road To Bontoc
BSU Open University
Research and Extension Building
PNB La Trinidad
Branch
McDonald
Business Area BSU Cooperative
Bank To
Brgy.
Balili
To BSU Campus
Researchers were asked of how matured technologies are being identified within the university through its criteria and definition. They were also asked for their suggestions for the improvement of the dissemination process they applied as well as the Extension Services Office.
The third group included forty five (45) beneficiaries who were interviewed to identify their awareness regarding the disseminated agricultural technologies which include matured technologies by the BSU Research and Extension. They were also asked regarding the problems they encountered during the dissemination process. Thus, they were also asked for their suggestions concerning the communication strategies applied by the BSU Research and Extension office in disseminating agricultural technologies which include matured technologies.
The criteria in choosing the beneficiaries included the following: 1. he/she should be a regular farmer; 2. he/she must be 18 years old and above; and 3. he/she must have attended any session for the dissemination of agricultural technology or studies/researches which include matured technologies which were organized, coordinated, or implemented by the BSU Research and Extension and BSU researchers.
Purposive quota sampling was used in selecting the respondents of the study.
Socio-demographic Profile of the Respondents
Table 1 shows the socio-demographic profile of the BSU agricultural researcherrespondents in terms of sex and age. Majority of the respondents (53.3%) are female and a great majority of them (60%) belonged to the age bracket 51-60.
On the other hand, Table 2 shows the socio-demographic profile of the beneficiaries- respondents in terms of sex, age, educational attainment, and years in farming. Majority of the respondents were male (64.4%). Many of the respondents belonged to the age bracket of 51-60 (28.9%) and a great majority belonged to both age bracket of 31-40 and 41-50 with 22.2% for each bracket while there’s only 6.7% belonged to the age bracket of above 60. Majority (37.8%) of them reached elementary level and 31.1% finished secondary level while only 6.7% of them who did not take any education level. In terms of years in farming, almost half (46.7%) of them belonged to the bracket of 1-10 years in farming.
Table 1. Demographic profile of the BSU agricultural researcher-respondents and key- informants
CHARACTERISTICS NUMBER
(n=15)
Sex
Male 7
Female 8
TOTAL 15
Age
30-40 1
41-50 4
51-60 9
61-70 1
TOTAL 15
Table 2. Socio-demographic profile of the beneficiaries-respondents
CHARACTERISTICS NUMBER (n=45) PERCENTAGE
%
Sex
Male 29 64.4
Female 16 35.6
TOTAL 45 100
Age
18-30 9 20 31-40 10 22.2
41-50 10 22.2
51-60 13 28.9
Above 60 3 6.7
TOTAL 45 100
Educational Attainment
None 3 6.7 Elementary Level 17 37.8 Secondary Level 14 31.1
Vocational 1 2.2
College Level 10 22.2
TOTAL 45 100
Years in Farming
1-10 21 46.7 11-20 11 24.4 21-30 11 24.4 31-40 2 4.4
TOTAL 45 100
Data Collection
Data collection was done through interview schedule using a guide questionnaire to gather information from the intended beneficiaries-respondents. Questionnaire and interview schedule using guide questions were also used to gather information from the Research Services office and Extension Services office Directors and staff, and the BSU agricultural researchers-respondents. Data retrieval from the internet was also used.
Data Gathered
The data that were gathered included the communication strategies applied by BSU Research and Extension (Extension Office and BSU Agricultural Researchers) in the dissemination of matured technologies existing within the university; latest matured technologies existing within the university (2010-2011); identification of matured technology by the university through its criteria and its definition; problems encountered by the beneficiaries in the dissemination process and their suggestions for the improvement of the dissemination process and; communication problems encountered by the BSU Research and Extension (Extension Office and BSU Agricultural Researchers) and their suggestions for the improvement of the dissemination process and;
Data Analysis
The data that were gathered were organized, tabulated, categorized, summarized and presented according to the objectives of the study. Methods and analysis used include ranking, frequency count, and percentage.
RESULTS AND DISCUSSION
Identification of Matured Technology
University Matured Technology as defined by the Respondents.
According to the Research Director Dr. Eulogio Cardona, there was no welldefined written document definition of matured technology made or created by the BSU Research and Extension Office even in the Research and Extension Manual; however, the general understanding of such by the researcher-respondents is that, it is a technology proven effective based on results of repeated trials or result under varying conditions and have tested in multi-field in which it is a problem/development-oriented technology.
Furthermore, BSU agricultural researcher-respondents Percival Alipit, Araceli Ladilad, and Alexander Fagyan agree that matured technologies are those that provide solution to a problem or improved productivity, developed based on a certain problem to cater to the problem of clientele, and has promising benefits for the intended clientele or community to be served. Danilo Padua added that matured technology is one that can provide ―new‖ tools in crop production that should normally be on improvement over an existing technology.
Finally, Dr. Leoncia L. Tandang, another researcher and faculty of the university, defined matured technology as a technology that has undergone the stages of technology development which include technology generation, technology verification and technology dissemination.
From these definitions given by different agricultural researchers in the university, it can be said that there is a general understanding of what matured technology is based on a certain process and criteria. This supports the definition given by PCCARD (1997) as cited by Baucas (2002) about matured technology which is a technology that have successfully passed the piloting stage or have passed the criteria for piloting or not yet piloted but have a high potential for commercial application.
Criteria of Matured Technology according to Researcher-respondents
Reliability. Nine of the researcher-respondents agree that agricultural technologies which were considered as matured technology should have undergone several trials and validation on-station and on-farm for both dry and rainy conditions.
Hence, two researcher-respondents out of these nine claimed that these technologies must have undergone complete piloting on farm.
Dr. Danilo Padua and Jocelyn Perez also noted that these matured technologies must have been verified in farmer’s field or it should have been piloted among the intended beneficiaries.
Betty Gayao further stated that this technology should have been tested and passed the marketing and economics profitability. Dr. Leoncia Tandang and Jocelyn Perez simplified this as technologies that are proven economically feasible.
To a specific context, Dr. Belinda Tad-awan explained what should be considered as matured technology concerning plant or crop varieties. According to her, these varieties
should have gone series of evaluation or have undergone a certain process from ideas to implementation following a standard procedure. It should not have only tested in the station but it should have also been applied in farmer’s field or it should have been tested in multi- fields. She added that it must have been tested in different weather conditions (wet and dry) and it should not only be tested in fair weather condition. She added that it should have high yield compared to existing farmer’s varieties.
Problem/development oriented. Three of the researcher-respondents agree that technology which is considered as matured should be problem or development-oriented which is worth serving to the community.
According to Dr. Eulogio Cardona, matured technologies must cater to the problem needs of the beneficiaries.
Validity. Three researcher-respondents noted that matured technologies must be scientifically valid. Dalen Meldoz also explained that it should have a scientific basis which includes reports, write-up, conference, and papers which were written and published.
Dr. Padua further supported this stating that these technologies must have been packaged and disseminated properly.
Alexander Fagyan on the other hand explained that these technologies must have been based on research/researches which were conducted. Dr. Cardona added that these matured technologies should attain its objectives.
Moreover, Araceli Ladilad noted that matured technologies are those complete researches or studies. Andres Basalong added that matured technologies should have sufficient trials and consistent data.
On the specific scope of fertilizer matured technology, Fagyan stated that this technology should have undergone two to three years of trials which include a station trial for two years and another trial for another location.
Replicability. Three researcher-respondents agree that end-user or potential adaptors should produce approximately the same results of matured technology.
Tad-awan explained that these technologies should be stable in terms of yield and resistance to diseases like for example in crop varieties.
According also to Dalen Meldoz, results of matured technology should be reproduced in field conditions.
Moreover, Dr. Silvestre L. Kudan also explained that if the technology will produce the same result when other people will follow the same procedure as established by the researcher even if this will be conducted in other area with the same or similar condition then it is a matured technology. This means that even whoever implements the technology, the same observations by the person who generated it will also be observed by the other people adopting or implementing that technology, he added. ―If and when the technology yields different result from what was claimed by the researcher or generator when other people implement it following exactly the same procedure, then that technology is not yet matured,‖ Kudan stated.
Ready for commercialization. Kudan stated that in the condition wherein these technologies have undergone experimentation in research station and have been verified or piloted in farmer’s field yielding the same results- it is ready then for commercialization and it is said to be matured technology.
Dalen T. Meldoz further agree that matured technologies are those that ready for promotion and commercialization or have passed the research stage and are undergoing the development stage for commercialization.
Acceptability. Dr. Leoncia Tandang noted that matured technologies should be socially and politically acceptable in terms of its use and safety. Belinda Tad-awan also explained that it should be accepted and more performing with higher or better performance than the usual farmer’s practice.
Practicality/applicability. Dr. Percival Alipit noted that matured technologies should be applicable in terms of adaptation as of its use and utilization.
Dr. Tandang also added that it should be technically feasible.
Environment- friendly. Dr. Tandang and Perez claimed that matured technology should be environmentally sound (environment-friendly).
The above findings of this study corroborates what PCARRD (1997) enumerated concerning technologies ready for commercialization as cited by Baucas (2002) wherein these technologies should have passed the following criteria: (1) they provide the best alternative for improving income and productivity of a greater majority of people; and (2) they provide immediate solutions to self-sufficiency problems, environmental
sustainability, import substitution, export generation and promotion of alternative sources of food.
Identified Agricultural Matured Technologies
These latest agricultural matured technologies were limited for the year 20102011.
Originally, coverage include matured technologies disseminated from 2005- 2012;
however, no complete record of these technologies were found at the Research and Extension office. This was supported by the some staff in the said office stating that their list were not classified properly whether these were declared as matured or not. The noted list of matured technologies was just used to cite examples of the hundred existing technologies which were accomplished, developed, and disseminated from the birth of the institution.
Source of this information was based on the In-House Proceedings Book from the Research Services Office. These technologies however were not classified if it is matured or not. Thus, personal interview was done for the BSU agricultural researchers who conducted the research to clarify if these technologies are considered as matured technologies or not. Others were referred to the RANGTAY magazine which is the official publication of the Research and Extension featuring matured technologies.
It can be noted in the table that the kind of crops which dominantly focus of the matured technologies was under vegetable.
For the research discipline which dominantly occupies more than one matured technology was under crop improvement.
It also came out that many technologies which were developed for the year 2010 having six (6) matured technologies and only one (1) matured technology was accomplished for the year of 2011.
Table 3. Identified matured technologies MATURED
TECHNOLOGIES (STUDY/PROJECT/
PROGRAM TITLE)
RESEARCHER/S (PROGRAM LEADER, PROJECT
LEADER, STUDY LEADER)
KINDS OF CROP
RESEARCH DISCIPLINE/
S
DURATI ON
2010
Potato basic seed production in the Philippines highland:
The case of NPRCRTC
Cynthia G. Kiswa, Jocelyn C. Perez, Grace S. Backian, Paz A. Dalang, Lito M. Pacuz, Teresita D. Masangcay
Tuber crop
Extension and developmentseed production
August 2009-June 2010
Field evaluation of Nucleopolyhedroviru s (NPV) for efficacy against common cutworm (Spodoptera litura Linn.) in
cabbage
Dr. Eulogio V.
Cardona Jr.
Cabbage and related crucifers
Crop protection 2007- 2010
Varietal improvement of Snap Beans (Phaseolus vulgaris)
BSU-Leoncia L.
Tandang, Amelia M.
Kimeu, Bernard B.
Amlos, Johnson G.
Bagtila
UPLB-CA-IPB – Bonifacio A.
Kebasen Sr., Rodel G. Maghirang
Vegetable Crop
improvement
2004- 2010
Development of production
technologies of Benguet Lily (Lilium philippinensis)
Araceli G. Ladilad, Fernando R.
Gonzales, Roger T.
Gayumba, Alma Antonio-Amado,
Leila Mary
AlipioAyban, Rimalyn D. Wakat, Diane
Organo, Erica M.
Ornamental s
Cultural January
2005December 2010
Table 3 Continued…
Galap, Rona C.
Gasilang, Analyn A.
Banario, Tony B.
Juanito, Alvin P.
Berto, Dina T.
Cuebes, Arlina K.
Magno
Chipped Alnus as substrate for Shiitake in growing bags
Bernard S. Tadawan Vegetable Organic
vegetable September 2008April 2010 Promotion of Yam seed
system technologies for promising purple Yam (Dioscorea alata) varieties
Violeta B. Salda, Dalen T. Meldoz, Grace S. Bakian, Betty T. Gayao, Francisco Binay-an, Anabelle S.
Degawan
Root crops Extension January 2008- February 2010
2011
Traditional rice cultivars for wet season cropping (Talo’n) in Benguet
Belinda A. Tadawan, Esther Josephine D.
Sagalla, and
Meynardo P. Tosay
Traditional Rice
Crop
improvement/
Crop production July 2008June 2011
Communication Strategies Applied in Disseminating Matured Technologies
Communication strategies include the creation of message, approach used and methods or channels used in the dissemination process.
Message
Message here include the source, content, and context of these matured technologies.
Source. According to Dr. Kudan, matured technologies are being developed in the university starting from the researchers who are the technology generators. Technologies are being processed through a proposal which will be passed on the Research Services Office. This research or study will be evaluated by all the directors of centers and institutes of BSU. This group of evaluators will be in-charge of approving or not according to the relevance of the study.
If it will be approved, the university has the discretion whether or not to fund such technology depending on the available fund of the school. Other technologies may be prioritized for outside funding incase internal fund is not available. For BSU funded, funds will be coming from the university appropriations for research and extension. It is used to pay salaries of personnel identified within R and E and the cost of maintenance and other operating expenses (MOOE). The research and extension budgets are suballocated among the research units and colleges.
Hence, it will be implemented, monitored, and evaluated. Researchers will also conduct report during In-house review which is being done every year to present the results concerning the study. This process is clearly illustrated in Figure 3.
Outside funded on the other hand, refers to funds coming from different sources other than the university. The major external sources of funds include the Department of Agriculture,
Figure 3. Source of message ( matured technologies)
Department of Science and technology, Commission on Higher Education, Department of Energy, congressional development fund (CDF), LGUs, NGOs, foreign donors among others.
The process for outside funding includes submission of complete document by the researcher to the intended funding agencies. A Memorandum of Agreement (MOA) to be issued by the university president will be signed once the proposal has been accepted by certain funding agency by then the project will be implemented, monitored, and evaluated by both the University and the funding agency as indicated in the agreement.
Content. Focus of matured technologies can be based on commodity and by discipline, according to the key informants. Research undertakings for matured technologies being developed in the university can be oriented on commodities such as vegetables, ornamentals, fruit and plantation crops, and forest trees. Discipline/s on the other hand for matured technology focused on areas such as biotechnology, natural resources management, integrated pest management, postproduction, and socioeconomics.
Context. According to the key informants, the communication context for messages of the communication strategies applied by Research and Extension include historical context, psychological context, cultural context, social context, and physical context. These are all emphasized in the research documents being submitted specifically under the impact of the research to the community.
Historical context include the expectation of the technology disseminators and the beneficiaries after disseminating matured technologies.
Psychological context include how the technology affects the mood and emotions of the audience (beneficiaries). Moreover, cultural context is being affected by the beliefs or indigenous farming practices of the beneficiaries and is centered likely to the acceptance or adaptation of these recommended matured technologies.
Social context involves the relationship of the technology disseminators and the beneficiaries. As explained by the respondents, how these relationships of the two work together has something to do with the effectiveness of the message being disseminated.
Lastly, physical context include the consideration of time and place for the dissemination process of the technology including the beneficiaries, and technology disseminators.
Approach
Based on the activities being done by the Research and Extension office there were two approaches being done in communicating messages related to these matured technologies:
formal and informal.
Formal communication approach. This is done during seminars, conferences, open forum, meetings, and lectures being organized or conducted by the Research and Extension wherein a certain rules are being followed.
Example of this is the non-degree courses on agri-based technologies being conducted by the Extension Services office. One example is the organic farming which covered the vermin and vermi-compost production (lectures on the biology, economics and utilization of vermiculture and vermincomposting, field demonstration and practicum will be conducted), bio-organic fertilizer preparation (discusses the procedure on how to prepare
organic fertilizer using indigenous materials, production costing, and tools/equipment needed, proper use of organic fertilizer and marketing aspects are included to ensure viability) among others.
Informal communication approach. This approach is being done without formality for the interaction between the technology disseminators and the beneficiaries as it includes the use of channels. One informant explained that informal approach can be observed for technical assistance.
Methods
Below were the communication strategies being applied by the Office of Extension Services according to OES Director Dr. Silvestre Kudan and according to the researcher- respondents. However on the side of the researcher-respondents, it is important to note that communication channels they identified don’t reflect the whole dissemination process applied by the institute/centers where they are based.
Interpersonal Communication. There were several interpersonal communication methods identified in the study with regards to how these matured are being disseminated.
Techno-demo on farm. This program is geared toward the establishment of onstation or on- farm trials. Rural folks are usually assisted in establishing farm enterprises using appropriate technologies generated by experts from their researches. The condition required from farmers was their willingness to shoulder the necessary costs of production, actively participate in the planning, monitoring, and evaluation of these technologies, and are willing to share the technologies they learned to other farmerpartners. Conduct on farm
technology with the participation of farmer-cooperators providing them planting materials/inputs. At harvest, a field day is conducted to invite more farmers.
Dr. Kudan (2013) said that Matured Technology which was proven as controlling problems will be conducted in the farm station/field. Farmers or end-users will be invited through coordination with the Municipal Agriculture Office down to the Farmer Association or Organization. Announcement in the Radio through the ―BSU on the Air‖ program is also done. Farmers/end-users will observe and their questions to that specific study will be clarified. It’s up to the end-users if they will adopt or not. He also stated that
this demonstration create awareness to the end-users.
One example of the university’s demo farm is the Organic Demo Farm which was certified as full organic by the Organic Certification Center of the Philippines (OCCP). It has 1.5 hectares and located at the north end of the Balili Experimental Area.
It produces various highland vegetables, herbs, and fruit organically. Some of their products are American amaranth, ampalaya leaves, asparagus, beans, pepper, broccoli, bush beans, cabbage, camote tops, carrots, cauliflower, and celery among others (Marquez, 2010).
This channel/method is being applied by the Extension Services Office and the agricultural researchers.
Figure 4. A photo of the BSU Extension Services Office Organic Demo Farm located at Balili Organic Farm, Km. 5 La Trinidad, Benguet
Home visit/farm visit. In this method, the extension workers usually make appointment with Municipal Agricultural office then the MAO will do the coordination with the farmer’s organization. Farm visit will only be done after proper arrangements were done.
In some cases, this is done when techno-demo or trials are done in farmer’s field.
Information services. This was done through technical consultation and visitors’
orientation briefing. Technical consultation was also referred to as technical assistance
Figure 5 . Sample phot o s of home/ farm visit
which is the sharing of knowledge or acquiring technical information from the experts.
Technical consultations are usually being offered by the university for free during charter celebrations and foundation anniversary where activities are being set specifically for the beneficiaries of the university. Booths per service were strategically placed in designated areas (usually per college) where farmers can visit them for the consultation.
Walk-in clientele. This was done by giving data to the clientele who take initiative to visit the different institutes of the Research and Extension or directly to the researchers seeking for information concerning such technologies. Usually, farmers are the ones visiting the researchers or the office for information and assistance regarding a certain technology. At times, IEC materials are being provided to these walk-in clients.
Students as a channel of dissemination. Cardona said that students are also included in the dissemination process. This is being integrated in their curricular programs as part of the student’s training and/or laboratory exercise. According to him, agriculture students who were taking their majors were instrumental in disseminating information about some of these technologies to the famers. By simply sharing the knowledge they gain in their related subject, they may serve as a link between the farmer and the experts, Cardona added.
Tandang added that they allow students to use the technologies in their research laboratory activities.
Agro/Agrifair exhibit. This method is usually a mixture of interpersonal and group communication. This strategy displays the highlights recent applicable technologies, products, studies, or researches within the university. Such example include the developed and improved varieties that farmers/end-users may see the product and that they may
identify the difference. Examples of varieties which are common within the university include carrot, strawberry, potato among others. Tarpaulin and posters are being used to show the procedures of a certain study/research. Dr. Kudan further explained that end-users will not just view these displays but their questions concerning these things are being answered. Viewers can also avail IEC materials such as brochures, leaflets, pamphlets among others during exhibits. For the product such as crop varieties, it can be given to the farmers for them to try.
According to the Department of Science and Technology as cited by Baucas (2002), it is where the latest advance in science and technology is showcased; exchange of information on the investment potentials and requirements of promising technologies are facilitated;
and a venue for highlighting the accomplishments of scientists, investors, and researchers are provided.
photo) was organized by the CHED last June 12, 2008 held at the Convention Center, Baguio City.
Figure 6. Sample photo s of agri - exhibit. The Philippine Independence Day e xhibit (left
Harvest festival. According to the key informants, this was done to promote developed and well-improved certain varieties. These harvested products were displayed and farmers were invited through coordination with the Municipal Agricultural Office (MAO) to view and examine the products. In this event, they will be informed what varieties are recommended and they may discover the relevance comparing to other varieties that they already proved.
being promoted
The BSU’s first Harvest Festival was held on February 1, 2012. This activity gave an opportunity for the different clienteles to evaluate the best variety they want to plant, to
Figure 7 . Sample photo s of harvest festival where products of matured technologies are
Figure 8. Photos of the BSU organic market
